信用卡客群區隔與目標客戶選擇 - 一個分量迴歸分析

The Market Differentiation and Target Market Selection of Credit Card Customer- A Quantile Regression Analysis

龔芳儀(Fang-Yi Kung)

指導教授 ： 曲祉寧

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400555

摘要

近年來，各金融機構將「信用卡」的發放與推廣視為重要營運項目。依據國內某知名銀行之信用卡資料顯示，「好市多聯名卡」於該銀行聯名卡之發卡數量位居前幾名的位置，隨之附帶的業務收益非常可觀。有別於其他現有之大型賣場，好市多為台灣唯一的會員制量販店，實施在繳交會員費後才能購買商品的兩部定價收費方式。到底何種客群願意接受好市多的兩部定價模式而入會消費? 本研究試圖從探討好市多聯名卡持卡人的特性，進一步了解接受兩部定價的消費客群可能具備的消費行為特徵。
本研究將台灣某知名銀行 24 期之信用卡消費紀錄資料進行分量迴歸 (quantile regression) 分析，以信用額度作為結合人口統計變數的代理變數，觀察不同消費金額之消費族群的特性，並以目標市場策略 (STP) 理論為基礎，驗證廠商是否能以兩部定價的實施，有效區隔客戶與接觸目標客戶。
本研究發現：信用額度越高的人，消費金額的確越高；且有好市多卡的人的消費金額顯著地比沒有好市多卡的人高；我們也發現，在中高消費族群裡面，對於信用額度相等的消費者來說，持有好市多卡的持卡人其消費金額會明顯高於沒有好市多卡的持卡人。不過，低消費族群可能由於消費金額較低、較難超過信用額度的設定門檻，所以相對的信用額度的金額設定對低消費族群的影響較低。
好市多以兩部定價的收費方式區隔消費者，此舉亦清楚地表現出好市多與其他賣場之間的差異及好市多在消費者心中的定位。本研究也發現，接受好市多的定價方式而去好市多消費的消費者的確為較有潛力之消費族群，因此，可將本研究之分析結果提供予銀行業者參考，建議銀行業者可以提高持有好市多卡之持卡人的信用額度，並且進一步思考針對持有好市多聯名信用卡的客群，銀行應該如何經營。

關鍵字

兩部定價 ； 信用卡 ； 目標市場策略 (STP) ； 分量迴歸

並列摘要

Since 1980s, credit card is a critical banking business in Taiwan. According to the information of a famous domestic bank, the number of issued Costco Co-Branded Card is one of the most popular credit cards. In other words, the accompanied profit is considerable. Different from other wholesale warehouses, Costco is the unique membership-only whole sale club in Taiwan. Customers to purchase goods from Costco should pay membership fee first. The customer attributes of Costco Co-Branded Card holders, who like to own the membership of Costco, can be an valuable business information to banks.
This study uses the purchase records in 24 months of a famous domestic bank which mentioned previously as study data, analyzes the data by quantile regression. By using credit line as a proxy variable of population statistics to observe the characteristics of different consumer groups that divided by spending amount, to modify whether a firm can use Two-part Tariff to segment the customers efficiently and to find out the main customers based on STP theory.
There are some findings of this research. First, the higher the credit line possessed by one customer, the higher amount the customer spent. Also, the Costco Co-Branded Card holders will spend more money than those who don’t have Costco Co-Branded Card. Second, this study also observes that in the median and high level of customers, compare to the same level of other credit card holders, the purchase amount of Costco Co-Branded Card holders is apparently much higher. On the other hand, the setting of credit line has a lower impact on those customers who was classified to low credit line.
In conclusion, Costco differentiate customers by using Two-part Tariff. It clearly demonstrates the differentiation and positioning of Costco, which is different from other wholesale warehouses in consumers’ minds. This study also found that those who like to own the membership of Costco are truly the potential customers. We can provide these results to banks or financial institutions as reference to choose potential customers in the future. Further, banks can raise the credit line of the customers who has Costco Co-Branded Card, and think about how to design or adjust the related marketing strategies for them.

並列關鍵字

Quantile regression ； Two-part Tariff ； STP ； Credit Card

參考文獻

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